Journal of Product & Brand Management: Volume 11 Issue 4

Potential points of brand leverage: consumers’ emergent attributes

Terry Bristol

This paper presents a conceptualization of brand extension attributes that emerge when consumers evaluate brand extensions. These emergent attributes are unique in the extension…

Cross‐national applicability of a perceived quality model

Sanjeev Agarwal, R. Kenneth Teas

Marketing scholars have long debated whether marketing programs and processes can be standardized across countries. However, empirical examination of cross‐national applicability…

Brand choice in gift‐giving: recipient influence

Andrew G. Parsons

This research examines the impact of intended recipient on brand choice when purchasing a gift. Keller’s conceptualisation of consumer‐based brand equity, incorporating symbolic…

Segmenting customer brand preference: demographic or psychographic

Chin‐Feng Lin

A multi‐segmenting methodology is proposed for comparing the segmenting capabilities of segmentation variables and providing complete market segmentation information. Demographic…